I was lucky enough to freelance with a dear friend of mine Tommy Medalia (copywriter) on this project. MIFF had always been a revered client for MCANN and they constantly produced first class, award winning work for the festival. It was a daunting brief but one I will be eternally grateful having the major role from conception to delivery.

 

The campaign aims to inspire a new way of reviewing films, through sensory elements that transcend beyond the written word.

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Inspired by the festival’s mission, the ‘Unwritten Reviews’ seek to bring to life the emotive response of each film through an unforgettable sensory experience, at times evoking the same response as the films.

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Six ‘Unwritten Reviews’ have been created by six diverse Melbourne artists, including a professional chef, a music producer, a master brewer, a contemporary Indigenous artist, a cocktail mixologist and a tattoo artist. Each artist was invited to attend a private screening of a film from the 2018 program. They were then tasked with crafting a bespoke review in their respective mediums inspired by their viewing experience.